Security company marketing can feel overwhelming at first, but you don’t need a huge budget to start seeing results. Simple moves like setting up a Google Business Profile or adding articles about “armed guard services in [your city]” to your website can help you show up when local clients are searching.

This guide looks at 10 practical tactics to help you get more leads, build trust, and grow your business in 2025. 

In this article, we’ll cover: 

• Why security marketing is different
• 10 tactics for marketing your security company
• Common questions

Let’s look at why marketing for a security company is different.

Why marketing for security companies is different

​​Marketing a security company comes with its own challenges. With more competition entering the market every year, it’s important to show up the right way from the start. In fact, security industry stats show steady growth and rising demand, which also means clients have more options than ever.

Here are a few reasons why marketing is different for security companies:

• High trust, high liability: You’re not just offering a service, you’re taking on someone’s safety. That means your marketing has to build confidence right away with professional branding, clear service info, and solid testimonials.
  
• Longer sales cycles: Security jobs usually take time to close. Clients often compare options, get multiple quotes, and involve several decision-makers. Your marketing needs to stay consistent and helpful throughout the whole process to increase your chances of people choosing your services.
  
• Different types of clients: Security companies often work with businesses, homeowners, and institutions. Each group has different needs, so your messaging should shift depending on whether you’re talking to a property manager, an event organizer, or a school administrator.

10 proven security company marketing tactics

There’s no one-size-fits-all when it comes to how to market a security company, but some strategies have been tested again and again by companies working in all kinds of markets. Here’s what’s working in 2025:

1. Build a strong brand foundation

A strong brand builds trust before a client even asks for a quote. Your brand isn’t just your logo, it’s what people think about your company before they even talk to you. Strong, consistent branding is what makes companies like Coca-Cola and Apple so memorable and relevant. It’s also what keeps those names top of mind when someone’s ready to make a decision.

When you’re creating your brand, it’s important to start with the basics so you can make a solid foundation. That means designing a clean logo and coming up with a short, memorable tagline (like "Security You Can Count On"). You can also decide on a consistent look across your uniforms, vehicles, business cards, and website.

But it’s also a good idea to go deeper than that. What values do you want to be known for? Is it professionalism, reliability, use of technology, or all of the above? Think of how you show those values in real life. For example, if “accountability” is part of your brand, your reporting tools and response times need to reflect that. 

2. Set up a conversion-focused website

Your website shouldn’t just be an online brochure. Instead, it should help people take the next step. Every service you offer should have its own dedicated page. So instead of just saying “we offer security,” break it down for the users who land on your site. 

For example, if your company offers construction site security in your city, event security for private parties, or 24/7 patrol services, your website should reflect that, and those services should have separate website pages of their own.

Another thing you can do to help your website be more effective is to add testimonials, photos of your team in the field, and a short bio about your company to show who’s behind the name. Add simple calls to action like “Request a Quote” or “Talk to a Security Expert” at the top and bottom of each page, and make sure it’s easy to find your contact information.

Tip: Make sure your websites look good and load fast on mobile too — most users won’t be looking at your website from a computer.

3. Master local SEO for security services

SEO (short for search engine optimization) is how you help your business show up when someone a keyword like “security guard company near me” into Google. Local SEO focuses specifically on getting your company to appear in those local search results. For a service-based business like security, it’s one of the most effective ways to bring in steady leads.

Start by claiming and optimizing your Google Business Profile. Add photos, write a clear service description, and pick the right business categories (like “Security guard service” or “Event security service”).

Then, work keywords into your website that reflect how people actually search. For example, you can use keywords like “armed security guard services in Phoenix” or “mobile patrol service near Dallas” — keywords that relate to your offered services. If you aren’t sure about how keywords and SEO works, it might be a good idea to hire an expert who can help you get started.

Finally, you can also get listed on local directories like Yelp, Angi (formerly Angie’s List), and industry-specific platforms. These listings, also known as citations, help Google trust that you’re a real, active business in your area.

4. Use paid ads (Google and LSAs)

If you want to get in front of people who are actively searching for security services, paid ads are a good option. Google Ads lets you target specific keywords like “construction site security in (Place)” so your company shows up at the top of the results when someone’s ready to hire.

You can also run Local Services Ads (LSAs), which are those Google Guaranteed listings at the very top of the page. They’re great for building trust fast, especially for mobile patrol or alarm response jobs. Plus, LSAs are pay-per-lead, not pay-per-click, which helps keep costs more predictable.

5. Get more reviews and referrals

Online reviews are often the deciding factor when someone chooses between you and a competitor. Make it easy for clients to leave reviews by sending a short SMS or email after a job wraps up. You can even automate this using customer relationship management (CRM) tools or review platforms.

Referrals are another powerful (and low-cost) way to grow. Offer incentives to commercial clients who refer you to other businesses, or simply ask happy customers to pass your name along. Real word-of-mouth still goes a long way, especially in tight-knit local markets.

Don’t let good feedback go to waste. Showcase it on your website, in proposals, or even printed on flyers and brochures. Social proof can be priceless when it comes to gaining trust.

6. Build authority with content marketing

Writing blog posts or guides might not seem like a priority for a security company, but it can set you apart in a crowded market. Content marketing helps with SEO and gives potential clients a reason to trust you before they ever make contact.

Not sure where to start? Try writing about:

• How to choose a security guard company
  
• Security tips for construction sites or events
  
• Local licensing rules or hiring practices
  
• Trends in patrol tech or remote monitoring

Writing security blog posts like these is a simple way to show expertise and support the niche jobs you want to grow, like event security, fire watch, or construction patrol. It helps show that you know your stuff and that you care about doing the job right.

7. Network with property managers and local businesses

Sometimes, landing a contract comes down to being the name someone remembers when they need help. That’s why old-school networking still works, especially in security, where trust matters.

Attend local events like chamber of commerce mixers, real estate meetups, or facility management expos. Dress professionally, bring plenty of business cards, and have a short pitch ready that explains what you do and who you help.

You can also offer limited-time promos for new clients, like a free site assessment or a discounted first month of service. Pair that with printed materials like brochures or safety checklists to leave behind. These little touches make a big difference in how you’re remembered by other attendees at the events.

It’s also a good idea to remember to follow up. A quick email or LinkedIn message after the event can keep the conversation going and help you stay top-of-mind when contracts come up.

8. Use social media the right way

You don’t need to post every day, but staying active on social media helps you stay visible. Focus on the platforms that make the most sense for your goals:

• LinkedIn: Great for connecting with property managers, event planners, and business owners. Use it to share company updates, security insights, or client wins.
  
• Facebook: Useful for building local awareness and showing the human side of your company. Post team spotlights, community involvement, or holiday hours.

You can also consider using other platforms, such as:

• Instagram: To show job sites, uniforms, or safety setups through quick photos or short videos.
  
• Nextdoor: To connect with neighborhoods and local homeowners associations.
  
• YouTube: If you’re comfortable on camera, quick explainer videos or site walkthroughs can help build trust and authority.

9. Create a client retention and upsell strategy

Keeping a current client is usually easier (and more cost-effective) than landing a new one. The best way to keep clients around is to show your value on a regular basis.

Use security reporting software and dashboards to highlight what your team is doing, whether it’s patrol coverage, incident responses, or even just consistent presence. This gives clients a clear picture of the job you're doing, even when there haven't been any problems.

It also helps to remind them of all the services you offer. Maybe they hired you for patrols, but you also offer alarm response or remote monitoring. During quarterly performance evaluations and reviews, look for gaps in their current coverage and suggest options that fit their needs.

If you need help clarifying your team’s scope of work, you can reference or even link to a simple security guard job description on your website. It sets expectations and shows professionalism right up front.

10. Track what’s working and improve it

It’s easy to spend time and money on marketing without knowing what’s actually helping your business grow. That’s why tracking your results matters. You don’t need to be a data expert; you just need a few simple tools and the habit of checking in regularly.

Start by using things like:

• Call tracking numbers: These give you a unique phone number for each marketing source (like your website, Google Ads, or flyers) so you know what’s driving calls.
  
• UTM codes: These are short tags you can add to your website links to see where your traffic is coming from, like email campaigns or social posts.
  
• Google Analytics: Helps you see which pages people are visiting, how long they’re staying, and whether they’re converting (like filling out a quote form).

Each month, look at:

• How many leads you got, and from where
  
• How much those leads cost (if you’re using paid ads)
  
• How well your website is converting traffic into calls or quote requests

If you notice that certain pages, keywords, or ad campaigns are bringing in more leads, build on them. If something hasn’t worked in a while, it might be time to tweak the message, try a new offer, or pause it altogether.

Frequently asked questions

How can I get more clients for my security company?

Start by getting your name to show up where your ideal clients are looking. Local search engine optimization (SEO) helps you show up when someone searches for security services nearby, and a well-set-up Google Business Profile makes you look reliable. From there, focus on getting reviews, asking current clients for referrals, and showing up at local business events or industry expos.

What is the best way to market a new security company?

Part of how to get clients for a security company is simply being visible where people are already looking. Focus on a few core areas like a clean, professional website, a Google Business Profile that’s fully filled out, and real relationships with local businesses. Print up some service brochures, offer free walkthroughs, and talk to property managers or construction companies directly.

Should I invest in local SEO or Google Ads first?

If your budget’s tight, local SEO is a good first step. It helps people find you online without you having to pay every time they click. But if you need leads fast, Google Ads can get you in front of people who are ready to hire. A lot of companies start with SEO, then add paid ads once they have a little momentum.

How do I brand my security business professionally?

Your branding should show up everywhere, from your uniforms and vehicles to the reports you send clients. A strong brand makes you look established, even if you’re just starting out. Keep things simple by designing a clean logo, choosing bold colors that work well together, coming up with a clear tagline, and keeping a focus on values like accountability or technology.

Can social media help me get contracts?

Yes, but not by just posting random content. Use LinkedIn to connect with local decision-makers, like property managers, event organizers, or facility directors. Use Facebook to stay visible to your local community and show what your company’s up to. It’s more about staying top-of-mind and less about going viral.

What should I put on my website to get leads?

Start with clear service pages that match what people are searching for, like “construction site security” or “event guard services.” Add testimonials, reviews, and photos of your team in the field to build trust. Make sure every page has a strong call-to-action like “Request a Quote” or “Talk to a Security Expert.” And don’t forget the basics — you should have a mobile-friendly layout, fast loading times, and easy-to-find contact info.

How much should I spend on marketing my security company?

There’s no one-size-fits-all answer, but a good starting point is 5 to 10% of your projected revenue. If you’re just getting started, that might mean a smaller budget focused on essentials like your website, local SEO, and printed materials. As you grow, you can test paid ads, invest in software tools, or hire outside help. The key is to track what’s bringing in actual leads, then put more of your budget toward what’s working.

Do I need a marketing agency to grow my security company?

Not necessarily. Many companies grow with in-house efforts like local SEO, referrals, and a solid website. An agency can help, but it’s not required to get results.

How Belfry can help you optimize your security services

Strong security company marketing isn’t just about getting leads, it’s about following through with solid service that keeps clients around. And that’s where operations really matter. 

You can have the best website and the most polished pitch, but if your team misses shifts, reports get lost, or guards show up late, it’s hard to build the kind of reputation that gets referrals and repeat business. The right tools can help you make sure your service is always up to par — that’s where Belfry can help.

Belfry is an all-in-one security guard software that puts everything in one place, making it easier to manage your team.

Here’s how:

• Easy scheduling: Minimize scheduling conflicts and avoid unmanned shifts thanks to Belfry’s automated scheduling features that assign shifts based on site requirements, officer certifications, and training.
• Increased officer accountability: Belfry has GPS tracking and NFC-based guided tours to help you make sure your guards are adhering to their post orders. Geofencing alerts help alert you if a guard leaves their designated area.
• Digital incident reporting: Goodbye pen and paper — guards can more easily keep you up-to-date by sending digital incident reports through the Belfry mobile app. They can even attach any evidence if needed.
• Track certifications: Prevent license compliance lapses by inputting your officers’ licenses and certifications. Belfry tracks renewal dates automatically and sends notifications when they’re coming up.
• Custom reporting: Need to create reports? Belfry allows you to design tailored reports, including incident documentation, patrol activities, and compliance status.
• Simplified payroll: Belfry automates time and attendance tracking to make payroll easier. It also tracks overtime, labor expenses, and timesheets to make financial reporting a breeze.

See how Belfry allows you to deliver the kind of reliable service that can help you retain clients. Schedule a Free Demo Today.